PetSmart officials want their company to be the trusted leader in the pet space but needed to update their loyalty program and develop new strategies to drive brand loyalty and enhance the customer experience.

An updated loyalty program will help strengthen the emotional connection the retailer shares with its pet parents. With an assist from Kobie Marketing, PetSmart expects to increase customer awareness of its industry-leading products and suite of pet services including its grooming services, dog training, in-store PetsHotel® boarding facilities, PetSmart Doggie Day Camp® and adoption program, as well as an extensive portfolio of digital resources.

“Our current discount structure does not align with our vision to become the trusted partner to pet parents and pets in every moment of their lives,” Brent Cooke, vice president of loyalty, CRM, and insights at PetSmart told Loyalty360. “With a continued focus on our pet parents and enhancing their engagement experiences with PetSmart, refreshing our loyalty program is a logical step in ensuring we continue to enhance and elevate the relationship we have with our customers.”

Cooke said PetSmart constantly monitors customer expectations.

“We invest considerable time and resources to ensure we have the most current view and understanding of our pet parents’ wants and needs so we can better serve them across all channels of engagement: digital, mobile, and our in-store experiences,” he said.

What are PetSmart’s goals for the updated loyalty program?

“We are looking to capture the passion of pets and pet parents and to weave together all of our products and services to develop a loyalty program that our customers will find continually engaging,” Cooke said. “We want this new program to put the experience in the hands of our customers, and our aim is to deliver a program that rewards pet parents for continually choosing PetSmart in ways that are meaningful and exciting to them.”

Terri Gaughan, a loyalty consultant at Kobie Marketing, told Loyalty360 that the ultimate way to drive customer loyalty is to develop an emotional connection with your customers.

“That’s what we’re creating with PetSmart’s loyalty program,” Gaughan explained. “Pet parents have a strong emotional connection with their pets, and PetSmart’s loyalty program will build from this connection to reshape the way customers buy and care for their animals using the PetSmart brand. More specifically, we’re bringing together PetSmart’s products and services so that customers who use services such as Doggie Day Camp, PetsHotel, and grooming will be rewarded across all touch points and devices.”

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